The Battle of the Story Story-Based Strategy Approaches to Framing & Messaging College of the Siskiyous Nov 3, 2009 Presented by Patrick Reinsborough Smart Meme Strategy & Training Project www.smartMeme.org

NARRATIVE ANALYSIS OF POWER STORY-BASED STRATEGY

Narrative Power Analysis Changing the Stories: not what people don’t know, but what they do know =FILTERS Examining Dominant Stories in US Culture Power shapes Point of View of the story Stories can Normalize Power/Universalize Experience

Narrative Power Analysis

Changing the Stories: not what people

don’t know, but what they do know =FILTERS

Examining Dominant Stories in US Culture

Power shapes Point of View of the story

Stories can Normalize Power/Universalize

Experience

Meme “ A unit of self replicating cultural information” Contagious ideas, stories, images, and rituals that spread from imagination to imagination, generation to generation, shaping and shifting human cultures… a capsule for a story to spread…

“ Loots” “ Finds”

Elements of a Story-Based Strategy Frames the Conflict Draws our attention to particular details of the story and avoids others outside the frame Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople Show Don’t Tell -- Engage Peoples Values A good story emphasizes values and imagery over data Foreshadowing --Shows the Future/Offer Vision People will only go someplace that they have first been to in their minds Challenges Assumptions Makes the invisible visible Changes the Story

Elements of a Story-Based Strategy

Frames the Conflict

Draws our attention to particular details of the story

and avoids others outside the frame

Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople

Show Don’t Tell -- Engage Peoples Values

A good story emphasizes values and imagery over data

Foreshadowing --Shows the Future/Offer Vision

People will only go someplace that they have first been to in their minds

Challenges Assumptions

Makes the invisible visible

Changes the Story

Story of the Battle or Battle of the Story? Mobilization vs. Persuasion Can be limiting frame What trumps Why Mobilizes choir,doesn’t organize congregation.

Can be limiting frame

What trumps Why

Mobilizes choir,doesn’t organize congregation.

Audience Who are you trying to talk to? What do they assume? What do they value? What do you want them to do? How do they get their information?

Framing the Conflict Framing the issue as a clash of values

Characters Who speaks for the most impacted?

Engages Values Campaign Memes Tailoring the Message for the Target Show Don’t Tell

Foreshadowing Framing with Vision

Making the Invisible Visible Interventions War or Occupation?

Encapsulate Frame as Meme

story Amplify Deepen Analysis/Connect Mobilize Organize

Frames/Reframes the Narrative Amplifies Voices of Characters Engages Values Show Don’t Tell (Uses Images, Symbols, Memes) Foreshadows Vision Challenges Assumptions Story-Based Strategy

Frames/Reframes the Narrative

Amplifies Voices of Characters

Engages Values

Show Don’t Tell (Uses Images, Symbols, Memes)

Foreshadows Vision

Challenges Assumptions

A call to innovation…

www.smartMeme.org